Social and Strategic Marketing of Products / Services and Defining the Profile of the Information Professional

被引：0

作者：

Portillo de Hernandez, Ruby ^{[1
]}

Pirela Morillo, Johann ^{[2
]}

机构：

[1] Univ Zulia Venezuela, Escuela Bibliotecol & Archivol, Dept Gerencia Informac, Maracaibo, Venezuela

[2] Univ Zulia Venezuela, Escuela Bibliotecol & Archivol, Maracaibo, Venezuela

来源：

DOCUMENTACION DE LAS CIENCIAS DE LA INFORMACION | 2009年 / 32卷

关键词：

Social Marketing; Strategic Marketing; Information Services; Information Products;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The aim of this paper is to suggest some desirable competences that information professionals should have if they are to engage in marketing of information products and services. To do so, we have derived some guiding categories from the research on social, strategic and information marketing of such authors as Kotler (1992) and (2006), Barrera (1998), Mu (n) over tilde oz (2001), Perez (2004), Diaz Grau (2005) and Albrecht (2006). We have also used Cartier's (1999) Model of Multiple Level Communication as a reference to help us propose the organization and design of information services and products according to different levels of communication.

引用

页码：179 / 192

页数：14

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